Google has ended negotiations to buy social-news site Digg.com, according to TechCrunch.

The two companies had reportedly been in the final stage of talks to bring Digg into the Google News group for $200 million. Some sources said the trouble was due to technological incompatibilities, while another said it was more about a clash of personalities. Digg was informed of Google's decision late this week, according to the report.

Rumors of a bidding war between Microsoft, Google, and two unidentified media companies began in March, sending some Digg users into a panic about what a new corporate overlord might mean for the site. With a no-go on the Google deal, Digg could either pursue other offers or go after another round of funding and keep chugging along on its own.

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